Benefit Cosmetics: Brow Dance Challenge

Campaign At Hand: Launching Benefit Cosmetic's new range of Mini Eyebrow products, in the Indian subcontinent.

Challenges Faced:

• Low awareness of product, category and usage

• The brow category is driven by visual difference. Therefore, lack of trials in store is a major challenge hence, education of brow products is very essential

Campaign End Goal:

• Get Social Media Influencers to drive Category-Level awareness for brow products

• To make Benefit Cosmetics, synonymous with brow makeup in India

The Campaign Process:

Step 1: The Brow Dance challenge will be initiated by Maggie and Annie Ford Danielson, in San Francisco, who are Benefit's Chief Executive Officers.

Step 2: They will then challenge the Nykaa Army to take up the Brow Dance Challenge using the hashtag #BenefitBrowDanceChallenge, to kickstart the campaign in India.

Step 3: The Nykaa Army will then tag influencers to take up the challenge, who in turn will engage with their followers & ask them to participate in the challenge, using incentives.

Campaign Performance:

User-Generated Content Shared: 145 video mentions

Total Viewer Interactions: 2361

Total Views: 543,290

Verdict: The Social Media Campaign, led to a multi-fold increase in the Benefit Goof Proof Eyebrow Mini, which then achieved the number one rank in the 'Eyebrow Enhancers' Category on Nykaa.